german propaganda and made it practical. Edward Bernays is now known as the father of public relations. Propaganda by Edward Bernays PDF Download. the techniques—models and movie stars with. Propaganda by Edward Bernays ( ) PDF generated using the open source mwlib toolkit. TFF BUCHERTIPP: Edward Bernays - Propaganda / Free Download 0 Sunday, Edward Bernays - Propaganda / Free Download PDF Download - From . especially Frederick Winslow Taylor () and the German.
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PDF | Edward Louis Bernays was an Austrian-American pioneer in the propaganda, referred to in his obituary as "the father of public propaganda techniques to reverse public sentiment by stirring up anti-German fervor. Edward Louis Bernays (/bərˈneɪz/; German: [bɛɐ̯ˈnaɪs]; November 22, − and propaganda, referred to in his obituary as "the father of public relations".[ 2] 10/03/soundofheaven.info)Archived. There are two important bibliographies in the general field Propaganda . Edward L. Bernays. Crystall izing Pu blic Opinion. N. Y: Boni and. Liveright,. Inc., . pp. in a leading German magaz ine subsequently sup pressed by the.
Edward Bernays , Source: Feminine traits are masked. But in this year-old book, Edward Bernays is talking about the same idea! He even inflated his name with an L. Wikisource has original works written by or about: Youtube, Facebook, and blogging are all free.
This makes the voting decision much easier. Edward Bernays calls the people who bring issues to the public attention The Invisible Government. We have voluntarily agreed to let an invisible government sift the data and high-spot the outstanding issue so that our field of choice shall be narrowed to practical proportions. The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society.
Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country.
There are a group of people who direct the minds of most of the public. These are the politicians, journalists, religious leaders, and other influencers. Edward Bernays knew the same propaganda techniques used by governments in World War 2 could also be used by businesses. He knew a business with a good public relationship and reputation would be more successful. Public relations has grown because life is more and more complex. When you walk into a store today to buy toothpaste, you have dozens of choices.
How do you know which one is good? So what would be a good public relations strategy for a toothpaste company?
If you sell the best toothpaste, then you have to educate the public as to WHY your toothpaste is the best:. If you do have the product that is best for people, then this type of education will create more customers for you. And this propaganda can be spread not just through advertising, but also through dental clinics, schools, etc. Almost every product has dozens or hundreds of competitors. This is especially true online. To stand out from the competition, a business now must also sell itself to the public and all the things it stands for.
People are more likely to buy from a company when they see it matches their own values. A few years ago, Nike had a scandal that exposed the bad conditions at some of their factories.
People protested and wrote bad articles about Nike in the press. But the scandal had a positive outcome, it caused Nike to make changes to improve the conditions in many of their factories. To learn more about the Nike success story, see my notes on the book Shoe Dog, written by the founder of Nike. Bernays says there are two methods for effective public relations. The first method he calls continuous interpretation, which is trying to control every detail the public sees about your company.
High-spotting […] vividly seizes the attention of the public and fixes it upon some detail or aspect which is typical of the entire enterprise. When a real estate corporation which is erecting a tall office building makes it ten feet taller than the highest skyscraper in existence, that is dramatization.
It was a powerful symbol that gave the project a mystique that captivated people. Blendtec makes a very powerful blender. In these videos, they blend everything from iPhones to DVDs to golf balls. People watch the videos because of curiosity, but they leave with the impression that Blendtec makes powerful products. After all, they can blend anything! And the proof is in the results.
Have you ever heard of the Halo Effect? For example, studies have shown that people usually judge attractive people as more intelligent.
Their good looks cast a halo and people assume they have other positive qualities, too. Apple became a huge success because of its breakthrough the iPod. When the iPod became a hit about 10 years ago it captured A staggering piece of the digital music pie.
Nobody could even remember who was second place. Well, a surprising thing happened.
And Apple had spent almost no money advertising their computers! Their marketing budget was all spent on their iPods. Spread the message about your best product far and wide, and your other products will benefit as well. Three hundred years ago, people lived in villages and they exchanged ideas by talking to each other.
Communities were local and geographic. The leader of the community may have been the local priest. Today ideas can be exchanged over any distance. There are magazines, newspapers, and TV shows. Most importantly, the internet now means you can exchange ideas with other people instantly.
This means today people can be part of the same community or group even if they live far apart. Bernays says to create effective propaganda, you must think of society not only as individuals.
You have to see it as a collection of overlapping groups. Each individual is a loyal member or follower of a few social groups. He may belong to a political organization, a religious organization, a professional organization related to his career.
His groups can also include the people who share his important hobbies and interests. This invisible, intertwining structure of groupings and associations is the mechanism by which democracy has organized its group mind and simplified its mass thinking.
Why is understanding groups important? Because although every person is an individual, they are also very similar to their fellow group members.
For example, people who go to the same church will share many of the same political positions and beliefs about what it means to be a good person and live a good life. So when you understand the values, motivations, and feelings of one member of a social group, then you will better understand every member of the group.
You will know where their sensitive spots and hot buttons. You will be able to connect with them on a deep level. Each social group has a leader at the top. Two psychologists called Trotter and Le Bon found that when people are in a group, their first impulse is to follow the example of a trusted leader.
Every country has a president or prime minister. Every state or province has a leader. Every city has a mayor. The Catholic Church has the Pope. Tibetan Buddhists have the Dalai Lama. And each individual church and temple has their own local leader, too. And this is important because the leader of a group holds the key to influencing the entire group.
As Bernays puts it:. If you can influence the leaders, either with or without their conscious cooperation, you automatically influence the group which they sway. But in this year-old book, Edward Bernays is talking about the same idea! In a nutshell, influencer marketing is about finding people who have a large audience and getting them to recommend a product to their audience.
For example, Oprah Winfrey has one of the most popular TV talk shows. She also has a book club that her biggest fans join. And when Oprah recommends a book to her book club, it is guaranteed to become a bestseller.
That is how strong her influence is with the tens of millions of women who watch her show daily. Now with the internet, anyone who can build an audience is an influencer.
The internet has made the cost of building and reaching an audience free. Youtube, Facebook, and blogging are all free. Some girls who start Youtube channels about makeup tutorials can get millions of views. And a makeup company can pay the girl to try or recommend their product. Here are a few successful examples of this kind of marketing. For example, there was a popular actress at the time called Irene Castle.
And when she suddenly cut her hair short, many women around the world followed because they were admirers and followers of the actress. So the real challenge is how to get doctors to publicly recommend eating bacon.
The real challenge was convincing retailers to display your products on store shelves, which is why most manufacturers had squads of traveling salesmen.
But today getting recognition is much more difficult. To make customers is the new problem. One must understand not only his own business—the manufacture of a particular product—but also the structure, the personality, the prejudices, of a potentially universal public. One way to increase demand is by making your product cheaper, but that can soon put you out of business because your profit margins become razor thin.
But why should one reject one half of mankind as a consumer? In the following years Lucky Strike rose to the market leader. This was also made possible by another innovation introduced by Bernays. He hired physicians who, in professional journals and in popular papers, were independent experts who attested to the health safety of smoking.
These doctors praised - for a considerable fee of Bernays, of course - the slimming effect of nicotine consumption.
After dinner there may be nothing better for physicians, as a cigarette, found in , the former president of the Society of Medical Officers of Health, George F. Then he would at once have placed counter-claims from his doctor. In addition, he is a non-smoker and wants to quit smoking by his chainwife. But Edward Bernays is not only an unusually wily adman. He wants to revamp the disreputable profession of the advertising sector to a respected profession with its own training courses and self-imposed qualitative and ethical standards.
He gives his profession the title: Public Relations Counsel. Since the early s Bernays has been holding lectures and seminars in universities. In his opinion, his theory of public relations PR - the word "propaganda" deserved the Germans in war, and Bernays avoided Bernays in many books. In he published "Crystallizing Public Opinion". In , however, he returned to the unanswered word, calling his next book simply "propaganda". Bernays has not set up any new theories. He has only investigated already developed theories on their practical usability and then translated into hand- proof PR.
The basis for the reflections of his predecessors is the question: How to deal with the masses? More and more people live in cities. There they assemble into larger collections. This makes the privileged fear. The shock of the storm on the Bastille in is also Gustave Le Bon a thorn in the flesh. In his main work "Psychology of the masses" from , he draws a gloomy picture of the potentials of the new public: She is "womanish" and has no principles.
The mass is an unpredictable beast, and Le Bon is glad to be able to observe this beast at a reasonable distance. Stubbornly, one ignores the fact that in the vast majority of the assemblies of the workers' movement there is a solemn and civilized attitude.
One needs the image of mass chaos in order to be able to use itself as a great organizing hand. The neurosurgeon Wilfred Trotter , who also undertook socio- psychological studies, argues that a mass of human beings functions in principle according to the same laws as a herd of animals. At the same time, however, the focus is on the group connections in the modern industrial society. William McDougall - a British-American psychologist, discovered that a person feels bound to a whole series of group connections, with quite different moral values.
The influential US-American social theorist Walter Lippmann finally states that the common people is not interested in a qualified participation in social developments. A hand-picked elite "wise men" had to chew all the difficult issues in politics so that the people have only the option to answer "yes" or "no" to prefabricated questions.
A key word in this paternalistic paternalism is the concept of "public opinion. So also Bernays: At least theory and practice go so far successfully together Just as the car driver can determine the speed of his car through the supply of gasoline.
The citizens, however, does not know that his need is artificially aroused, that's the trick here: Man finds That the green packaging of the Lucky Strikes with women not so good. Bernays, therefore, is organizing a rushing charity ball in the Waldorf Astoria, New York, which has the color green as a motto. The whole high society comes completely green, therefore, and the lubricated press proclaims: This will be a green season.
No one knows that behind the hype Bernays and American Tobacco are. Sales of Lucky Strike are improving. The trick with the destabilization of misguided governments, which can arouse the desire for a hard hand among the population, is less harmless. Arbenz had tried to get better wages and working conditions for workers on banana plantations.
He also tried to break the country's unilateral dependence on United Fruit. In addition to attrition, the destabilization of the Arbenz government is a satellite of the Soviet Union.
Bernays introduces linguists to track down the equations in the Arbenz people's words and the Kremlin. At http: Berne's agents had already appointed Provacateurs, who had just launched a meeting in the streets of Guatemala on the day that a presspulp from the USA arrived in Guatemala, in order to create the appropriate mood in the USA.
Since then, US citizens are banging calorie bombs out of scrambled eggs and ham. The "product placement" introduced Bernays by Maurice Chevalier in a movie jewelry company Cartier was lobreisen.
Already in , he had secured the re-election to the endlessly filthy US President Calvin Coolidge by letting artists perform at the White House. The lubricated press knew that the head of the state was almost laughing. The voters found Coolidge suddenly very human.
Wikimedia Commons; unknown There was, however, a US president who wanted to replace paternalistic foreign taxation with an honest citizenship: Franklin Delano Roosevelt The manufacturers of the United States, led by the trade association NAM , shot from all propaganda pipes against Roosevelt, who nevertheless could show landslide election victories.
The New York World Exposition of presented a gigantic demonstration of capitalist paternalism. It presented a wonderful new world of high-tech nonsense, in which the citizen appeared only as a consumer, but not as a designer of his environment.
Bernays designed the Technodom with the almost sarcastic title "Democracity". A savory Pointe in Centennial life of Edward Bernays the end of this contribution: Particularly diligent student of Bernays' inhuman doctrines were http: Bernays was concerned. For he was a Jew.
His uncle Sigmund had escaped from the Nazis from Vienna. But when it comes to successful policy marketing, the Nazis are not concerned with racial questions. Hitler frankly confessed in his "Mein Kampf" that he had learned an infinite amount from American propaganda. One of the lessons from the US is that people do not rationalize but pack through the unconscious. Hitler says politics must be marketed according to exactly the same rules as soap. This was new in Germany.